Hyderabad – Attendees at the much buzzed-about Comic Con Hyderabad at the HITEX Exhibition Centre, which runs from 24 to 25 September, will be able to do more than just check out the hottest graphic novels, games, and merchandise – they’ll also get to experience what it feels like to be a chicken, courtesy of PETA Youth, a division of People for the Ethical Treatment of Animals (PETA) India for teens and twenty somethings.

PETA Youth’s stall will cause a stir with its “I, Chicken” virtual reality experience, a first-of-its-kind empathy-building project that uses Google Cardboard–inspired viewers* and cutting-edge hardware to immerse participants in a world where they can roost in a tree, enjoy a dust bath, and socialise with other chickens – until a truck comes to take them to the slaughterhouse. In just three short minutes, the intense experience opens viewers’ minds and hearts to the fact that each chicken is an individual who has interests and needs, feels pain and fear, and doesn’t want to die.

PETA Youth’s high-tech exhibit will also feature a state-of-the-art green screen for its “Be a Superhero for Animals” campaign, which will allow comic-book fans to pose for photos and then be superimposed onto a comic strip as a chicken-liberating hero. In addition, fans will be able to score PETA goodies, including badges, T-shirts, posters, and more.

“Compassionate young people across the country know that animal rights is one of the most important social-justice issues of our time”, says PETA India Chief Executive Officer Poorva Joshipura. “PETA looks forward to talking with Comic Con Hyderabad attendees about going vegan to help save animals’ lives.”

PETA Youth’s volunteers will also be recruiting for PETA’s highly active Street Team as well as collecting petition signatures to urge the government to update and strengthen The Prevention of Cruelty to Animals Act, 1960, to ensure that anyone who abuses or neglects an animal – whether a dog on the street, an overworked donkey, or an animal forced to perform in a travelling show – is brought to justice and pays the price.